News Disney CFO Hugh Johnston Says Dynamic Pricing Is Coming to the Parks

[monothingie]

…ummmm…

I really really really hope they do this.

 

[Animaniac93-98]

What at DLP has dynamic pricing?

When you book a hotel stay, it includes length of stay hopper tickets, and any meal plans or characters breakfasts are prepaid as well at the time of booking if you select them. Same with premier pass (their version of LL).

Is it restaurant pricing? Quick service only? Parking rates?

 

[drizgirl]

Congratulations Disney on modeling your hospitality business based on United Airlines!

Please tell me how guests will love the increased costs and higher prices!

But but but... they're doing it so they can lower prices on slow days! Yeah, that's it.

 

[monothingie]

Can you imagine someone telling you that in the future The Walt Disney Company would be as hated as ExxonMobil or Haliburton or the DMV?

We are now at that time, and it is glorious!

 

[Sirwalterraleigh]

Congratulations Disney on modeling your hospitality business based on United Airlines!

Please tell me how guests will love the increased costs and higher prices!

Is there anyone left who doesn’t see what the problem is here?

 

[GhostHost1000]

Disney management

 

[Sirwalterraleigh]

But but but... they're doing it so they can lower prices on slow days! Yeah, that's it.

They’re luxury now…

Which apparently involves slashing costs and jacking prices until no one is left…

…and then opening the NEXT day with white glove service and valets everywhere…

It’s brilliant…really

 

[Sirwalterraleigh]

Disney management

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Id say the aim is more for the top of the leg than the bottom

 

[monothingie]

Okay, so clarify if I'm misunderstanding. Our current date-based pricing is kinda dynamic, as it is different depending on the day. In a new dynamic model, we're not talking about date-based so much as minute-based. Such as when I buy eight airline tickets at $52 each and go in to purchase another group of eight, that price is now $79 each. So if Disney were to use this new dynamic model, an AI algorithm would note that MK has hit a certain ticket breakpoint or is seeing a lot of volume purchased at a certain time, so they raise the price of the ticket on it to (a) capitalize on the demand and (b) push people toward other parks with potentially lower prices on them.


If this is what we're talking about, that feels needlessly complex and a quick way to a lot of people off. "I know your friends just purchased Christmas party tickets for $189 each, but this party seems popular, so even though you're buying three minutes later, the cost for you is $209 each.

Dynamic as in price changing daily based on no predetermined or published price schedule.

 

[Sirwalterraleigh]

Can you imagine someone telling you that in the future The Walt Disney Company would be as hated as ExxonMobil or Haliburton or the DMV?

We are now at that time, and it is glorious!

…I hear HUGE Johnson worked for Enron

 

[monothingie]

Is there anyone left who doesn’t see what the problem is here?

There may be more than one. So You’re going to have to be more specific.

Just remember they hate you the guest.

Sorry I can’t stop laughing about this. This is too wonderful

The icing on the cake is waiting for the dusters, cupcake brigade, and social media shills to tell us how great this is!

This is Glorious.

 

[lentesta]

I have context around this.

 

[Sirwalterraleigh]

There may be more than one. So You’re going to have to be more specific.

Just remember they hate you the guest.

Sorry I can’t stop laughing about this. This is to wonderful

The icing on the cake is waiting for the dusters, cupcake brigade, and social media shills to tell us how great this is!

This is Glorious.

It’s gonna be a hard day to process…

We can talk about the Annual pass concept another day…

The whales from Denver will now be in the spotlight where they belong…in line for the teacups with chicken fingers

 

[Sirwalterraleigh]

I have context around this.

Is it a desperate 75 year old man whose tricks no longer work?

 

[Dranth]

May not care for it, but it makes sense from a ticketing standpoint or hotels which I assume they will combine with the already in place surge pricing. Where it makes no sense and they will catch a ton of grief is if the actually try and apply this to areas like food or merch.

Seems like this will very much benefit booking early and punish last minute trips which is certainly a choice. It was also interesting that they mentioned they haven't run into any real complaints in Paris. For those that have been in the last year, did you even notice it? Did prices swing wildly or are they on a pretty tight range?

 

[Sirwalterraleigh]

May not care for it, but it makes sense from a ticketing standpoint or hotels which I assume they will combine with the already in place surge pricing. Where it makes no sense and they will catch a ton of grief is if the actually try and apply this to areas like food or merch.

Seems like this will very much benefit booking early and punish last minute trips which is certainly a choice. It was also interesting that they mentioned they haven't run into any real complaints in Paris. For those that have been in the last year, did you even notice it? Did prices swing wildly or are they on a pretty tight range?

So nothing, huh?

The damage to the appeal is irrelevant? To infinity and beyond.

Who says “may”…by the way?
No human on the planet would “like” paying more for their choices based on the day of the year they make them. It “makes sense “when there is limited supply”…there is no scarcity here.

There’s just no way to spin this one…torpedoes be damned

 

[Dranth]

So nothing, huh?

The damage to the appeal is irrelevant? To infinity and beyond.

Who says “may”…by the way?
No human on the planet would “like” paying more for their choices based on the day of the year they make them. It “makes sense “when there is limited supply”…there is no scarcity here.

There’s just no way to spin this one…torpedoes be damned

Think you are reading into things that aren't there.

If they roll this out and the end user doesn't see much difference then no big deal. If they roll this out and they do, it is a mess.

 

[GimpYancIent]

Constant price fluctuations / changes, hmmmmmm, not that it is not occurring now BUT let's put it on steroids. Fans, customers, guests, aficionados (pick your own terminology) are not people / humans rather monetary resources to be manipulated, used and fleeced. Dynamic pricing = not a new concept.

 

[monothingie]

May not care for it, but it makes sense from a ticketing standpoint or hotels which I assume they will combine with the already in place surge pricing. Where it makes no sense and they will catch a ton of grief is if the actually try and apply this to areas like food or merch.

Seems like this will very much benefit booking early and punish last minute trips which is certainly a choice. It was also interesting that they mentioned they haven't run into any real complaints in Paris. For those that have been in the last year, did you even notice it? Did prices swing wildly or are they on a pretty tight range?

Explain to me with a crayon how making it more difficult and expensive for guests to patronize a hospitality business is a good thing?

I mean it worked with the French, but considering the history of surrender, they probably waived the white flag and just threw Euros at the ticket booths, so probably not a great plan.

 

[John park hopper]

Can you imagine someone telling you that in the future The Walt Disney Company would be as hated as ExxonMobil or Haliburton or the DMV?

We are now at that time, and it is glorious!

Just got back from the DMV and I can say with dynamic pricing I hate Disney more than the DMV ----oh how I hate the DMV